Pattern #71: Personalized Next Step
Pattern Author: Will Anderson - Growth Product Manager @ Designlab
Next Call To Action Recommending
After a user or lead expresses interest in a product (ex: signs up for a lead magnet or a trial), the interface transforms the call to action to a higher intent one (ex: a purchase or enrollment with more commitment)
Remebering On Return Visits Recognition
This level of personalization is remembered for any return visits (ex: cookied). Hence the new call to action continues to be displayed when users come back to the site later.
Ex: First Action
Ex: Leads, Quotes
Ex: Future Action
Ex: AOV, LTV
Ex: Return Visits
Ex: Social Shares
For each pattern, we measure three key data points derived from related tests:
REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.
SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process
DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.